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Global design agency Checkland Kindleysides have collaborated with Hunter’s Creative Director Alasdhair Willis to create the brand’s ultimate retail experience in Japan.
The 3100 ft² store houses an innovative and striking concept that targets a fashion focussed audience.
The flagship store is set across two floors in Tokyo’s prestigious new retail development Ginza G5.
A dreamlike journey from country to city, the interior takes the distinctive DNA of the award winning London flagship store and channels the energy of Tokyo into this original Hunter take on reality.
“The store is designed to amplify the experience to the Japanese market, creating a less literal and more ethereal version of the original concept with more potent and distilled brand signatures”, says CK Creative Director, Joe Evans.
The store experience starts with a journey through an imaginary forest, with only the sanctuary of the barn roof as shelter –a seemingly floating, architectural roof structure. The forest ‘trees’ are hand crafted replicas of silver birches which pass through the barn roof, piercing the ceiling into the first floor to reach the infinite and illuminated sky– a 570 ft² cloud printed, gridded light box surrounded by mirror clad walls.
The journey continues on the first floor through a playful interpretation of a traditional English box hedged garden where LED illuminated hedges and an artificial turf floor act as the backdrop to apparel ranges. The store’s multi-sensorial experience is enhanced through a 4m high digital screen delivering exclusive content from Hunter’s campaigns, films and recent events, as well as live broadcasts from events around the world.
Referencing Hunter’s unquestionable relationship with the infamous British weather, the screen will also display regular weather updates from throughout the UK; each time accompanied by a coordinating soundscape that echoes throughout the store.
Hunter’s Creative Director, Alasdhair Willis says “Japan is one of the most important and exciting markets for Hunter. We wanted our first Japanese store and our second global flagship to be right in the heart of Tokyo – a city which I feel reflects the vibrancy and innovation that is inherent to Hunter.” Hunter’s Ginza store will showcase the SS16 Hunter Original footwear, outerwear and accessories collections, alongside the Hunter Field performance collection.
HUNTER
Founded in 1856, Hunter is a progressive British heritage brand renowned for its iconic original boot. The brand has a rich history of innovation and pioneering design. The brand has built on this heritage of 160 years, creating footwear and outerwear to protect from the weather and perform across all terrains.
Hunter holds two Royal Warrants of Appointment to HM The Queen and HRH The Duke of Edinburgh. Alasdhair Willis was appointed Creative Director in 2013 and two new brand categories, Hunter Original and Hunter Field, were introduced. The launch of Hunter Original has seen four pioneering catwalk shows at London Fashion Week, showcasing new footwear, outerwear, knitwear and accessories, alongside the Original boot.
Hunter Field, a specialist performance collection, delivers technical products, born from the development of pioneering techniques in manufacturing and materials.
by AN shopfitting magazine no.133 ©
